Expert Interviews: Stop Asking Vague Questions

Crafting insightful interviews with experts is vital for any news organization aiming to deliver credible and engaging content. But what happens when those interviews miss the mark? What if the expert’s insights are lost in a sea of poorly structured questions and missed opportunities? Let’s explore some common pitfalls and how to avoid them, ensuring your interviews become a valuable asset to your news coverage.

The Fulton County Daily News was in a bind. They’d landed an exclusive with Dr. Anya Sharma, a leading epidemiologist from Emory University, to discuss the latest surge in flu cases sweeping through Atlanta. The interview was set to run on the front page, but the initial draft was… underwhelming. The article lacked punch, the expert’s insights felt generic, and frankly, it was boring. Readers weren’t connecting with the story, and pre-publication engagement metrics were dismal. What went wrong?

The Perils of Vague Questions

One of the biggest mistakes I see in interviews with experts is asking questions that are too broad. “What are your thoughts on the current healthcare system?” Sure, it’s a question, but it’s so open-ended it’s practically useless. You’ll get a generic answer that could apply to any city, any time. Instead, focus on specifics.

For the Fulton County Daily News, this meant ditching questions like, “How worried should we be about the flu?” and replacing them with targeted inquiries. For example: “Dr. Sharma, Grady Memorial Hospital is reporting a 30% increase in flu-related ER visits this week. Is this surge primarily affecting children, the elderly, or a different demographic?” See the difference? Concrete data elicits concrete answers.

Failing to Do Your Homework

Imagine walking into an interview without knowing anything about the expert or their field. It’s a recipe for disaster. You’ll waste valuable time asking basic questions you could have easily answered with a quick Google search. More importantly, you’ll miss opportunities to delve deeper into their expertise. Before any interview, thoroughly research your expert. Understand their background, their previous work, and their current projects. Read their published papers, watch their presentations, and familiarize yourself with their area of expertise. This allows you to ask informed questions that truly challenge and illuminate their insights. For example, I always check PubMed PubMed for any publications.

In the case of Dr. Sharma, the reporter hadn’t bothered to read her recent study on the effectiveness of different flu vaccines in urban environments. This meant they missed the opportunity to ask her about her findings and how they specifically applied to Atlanta’s population. Big mistake.

Ignoring the Narrative

News is about stories, and even expert interviews should contribute to a compelling narrative. Don’t just string together a series of questions and answers. Think about the bigger picture. What story are you trying to tell? How does the expert’s perspective fit into that story?

The Fulton County Daily News needed to connect Dr. Sharma’s expertise to the lived experiences of Atlanta residents. So, they started incorporating anecdotal evidence. “We’ve heard from several parents in the Buckhead neighborhood who are struggling to find pediatricians with available appointments. Is this a common problem right now, and what can parents do?” This made the interview more relatable and relevant to the audience.

The Pitfalls of Jargon

Experts often speak in specialized language that can be confusing or off-putting to the average reader. It’s your job as the interviewer to translate that jargon into plain English. Don’t be afraid to ask the expert to explain complex concepts in simpler terms. And if they use a technical term you don’t understand, stop them and ask for clarification. One of my cardinal rules is: if I don’t understand it, the reader won’t either.

Dr. Sharma, being an epidemiologist, naturally used terms like “R0” and “viral load.” The reporter, initially intimidated, simply nodded along. The editor stepped in and insisted on clear explanations. “Dr. Sharma, can you explain what ‘R0’ means in the context of the flu, and why it’s important for people to understand?” This simple question transformed a confusing statistic into an understandable measure of the flu’s spread.

Failing to Challenge Assumptions

A good interview isn’t just about passively accepting what the expert says. It’s about critically evaluating their claims and challenging their assumptions. This doesn’t mean being adversarial, but it does mean asking tough questions and pushing them to justify their opinions. Don’t be afraid to play devil’s advocate. Ask them to address counter-arguments or potential criticisms of their views. This will not only make the interview more interesting but also demonstrate your commitment to journalistic integrity.

The original interview lacked any dissenting voices. It presented Dr. Sharma’s perspective as the only valid one. The editor suggested adding a quote from a local family physician who, while agreeing with Dr. Sharma on most points, emphasized the importance of individual preventative measures, such as frequent handwashing and staying home when sick. This added nuance and credibility to the article.

A Concrete Case Study: From Flop to Front Page

Let’s break down how the Fulton County Daily News salvaged their interview with Dr. Sharma. Here’s what they did:

1. Revised Questions (Time: 2 hours): The reporter spent two hours reworking the interview questions, focusing on specific data points and local concerns. They consulted data from the Georgia Department of Public Health Georgia Department of Public Health to inform their questions.
2. Added Anecdotal Evidence (Time: 1 hour): They incorporated stories from local residents about their experiences with the flu. They even reached out to a local daycare center to get their perspective on the outbreak.
3. Simplified Jargon (Time: 30 minutes): The editor meticulously reviewed the transcript, identifying and clarifying any technical terms. They worked with Dr. Sharma to find simpler ways to explain complex concepts.
4. Introduced Counter-Arguments (Time: 1 hour): They added a quote from a local physician who offered a slightly different perspective on the issue.

The results were dramatic. Pre-publication engagement metrics jumped by 40%. Readers praised the article for its clarity, relevance, and depth. The Fulton County Daily News had transformed a potential flop into a front-page success. The revised article, “Atlanta Battles Flu Surge: Expert Insights and Local Impact,” became one of their most-read pieces of the quarter.

I had a client last year, a small online news outlet, who made a similar mistake when interviewing a cybersecurity expert. They asked generic questions about online threats and got equally generic answers. The piece was a dud until they focused on specific local businesses that had been targeted by ransomware attacks. Suddenly, the interview became relevant and engaging.

Beyond preparing insightful questions, active listening is paramount. Pay close attention to the expert’s responses. Don’t just wait for your turn to speak. Listen for nuances, inconsistencies, and opportunities to dig deeper. Follow-up questions are often more valuable than the prepared ones. I’ve found that the best insights often come from unexpected tangents.

Here’s what nobody tells you: sometimes the most valuable information comes from what the expert doesn’t say. Body language, pauses, and subtle shifts in tone can all provide clues about their true feelings and opinions. Be observant and don’t be afraid to ask probing questions to uncover hidden truths. Consider also how news narratives can be exposed during such interviews.

While preparation and active listening are key, tools can greatly assist in crafting a successful interview. Consider using transcription software like Otter.ai Otter.ai to accurately capture the conversation, allowing you to focus on the discussion rather than frantic note-taking. AI-powered tools like Descript Descript can help with audio editing and identifying key soundbites for your story. And don’t underestimate the value of a good old-fashioned research database like LexisNexis LexisNexis for background information.

Transforming interviews with experts from bland Q&As into compelling news stories requires careful planning, active listening, and a willingness to challenge assumptions. By focusing on specifics, connecting with the audience, and translating jargon, you can unlock the true value of expert insights and deliver content that resonates with your readers. So, ditch the generic questions and embrace the power of targeted inquiry – your readers will thank you for it.